Rixo is an online based brand without a physical store. For the new collaboration with Dua Lipa, Rixo will also open a pop up store in box park Shoreditch for the first month of the launch. All of Rixos branding, marketing and sales is online only. In return this makes the brand reaching to their customers ever more important, really pushing their online presence as they have no physical space. By having a pop up store this will create exclusivity on the garments and experience within the pop up, store also creating the chance to also promote the collaboration around the Shoreditch area. In which is popular amongst tourists who are also potential customers with spare income to spend.
I gained inspiration from this, from my current intern I do with Wear the walk who collaboration with Parla, Box park for a long weekend. Wear the walk is a fashion rental company who hire out new upcoming designers collections to the public; focusing on occasion wear such as for events and fashion shoots. However as a new company wear the walk need as much promotion as possible, to do so, they are currently targeting bloggers and influencers in the industry to try the clothes and service. By doing a collaboration with Parla would also help to create a space to invite such individuals and reach out to the public who visit Box park or see any promotions of the collaboration such as from social media posts or street flyers. Just like Rixo to also have a physical space for a limited time will create a hype of exclusivity, as mentioned before, reaching new customers and expanding the company’s achievements; reaching targets.
Rixo will have its own space in Box Park for one month following the launch, to have both a physical and online presence due to the collaboration being their biggest project yet; with a well-known celebrity. The pop up store will include the collection for summer 2017, with also exclusive products not available on the website such as limited accessories.